What do you want to achieve and what are your goals along the way? The objectives are aspirational and long-term whereas goals are concrete and short-term. An example objective is that you want to build a business that helps 1 billion people around the world become business thinkers that are able to run their own lives as businesses. A goal is an intermediate short-term milestone that is generally measured easily. In our example, if the goal is to have 10,000 people register on our website this month, I can measure our progress against our goal by counting the number of new registrations on businessthinking.com.